luna

I think that this BMW ad has a fresh angle and takes a different approach than we are used to. It relies on abstract concepts and images to sell cars which we never even see-we already know, trust, and respect their brand. We are drawn in and fascinated by the imagination and kinetic energy. There is a story and a deeper meaning. I guess it caters to the individual more interested in the design, performance, and technology rather than image or self-image enhanced through acquisition.